Marketing Analytics Centre
Vision
The vision of the Marketing Analytics Centre (MAC) is to be a leading Canadian centre of excellence that shapes the future of marketing thought and practice by integrating rigorous theory with data, analytics, and emerging technologies, while contributing to the Gordon S. Lang School of Business and Economics' global standing for scholarly excellence and intellectual leadership.
Mission
The Marketing Analytics Centre brings together faculty, students, alumni, industry leaders, and scholars from around the world to advance knowledge and practice at the intersection of marketing, data, and analytics. The Centre fosters rigorous and relevant research, develops the next generation of marketing talent, and creates enduring partnerships through which ideas, evidence, and real-world problems can inform one another.
Advancing the Mission
The Marketing Analytics Centre advances this mission through thought leadership workshops, academic seminars, a working paper series, national and international research collaborations, industry partnerships, and other innovative programs to support student learning research, and professional development.
Research & Scholarship
Research and scholarship are at the heart of the Marketing Analytics Centre. By integrating rigorous theory with data, analytics, and emerging technologies, the Centre seeks to advance knowledge and address consequential marketing problems that affect organizations, markets, the economy, and society.
The Centre holds research workshops, sponsors student research, and hosts a working paper series
The MAC Working Paper Series disseminates emerging research by faculty, graduate students, and affiliated scholars and provides a forum for scholarly exchange on important questions in marketing and analytics.
Intellectual Community
The Marketing Analytics Centre convenes scholars from across Canada to exchange ideas, develop research collaborations, and foster the next generation of Canadian marketing scholars.
The Centre holds thought leadership workshops throughout the year. In these workshops, we bring students, faculty, and senior executives together to think about how marketing and analytics are changing. Our purpose is not simply to describe new business practices. We want to understand the objectives, incentives, and constraints that produce those practices, and then ask what might come next. For our students in particular, these conversations will help you imagine not only the jobs you may enter, but the roles you might play in shaping how those jobs evolve.
In June 2025, MAC hosted the Empirical and Theoretical Symposium on Canadian Marketing Strategy (ETSYM), bringing together marketing scholars and doctoral students from across Canada.
Global Partnerships
The Marketing Analytics Centre collaborates with various institutions globally. The collaborations offer opportunities for our students and faculty to collaborate with scholars and practitioners globally to engage in joint research, knowledge creation, and exchange programs to identify and solve consequential marketing problems.
The Centre has formalized research collaborations with the following:
Department of Management Science of the Indian Institute of Technology, Kanpur (IITK)
The Marketing Institute of University of Graz, Austria
Students and Emerging Scholars
The Marketing Analytics Centre creates opportunities for undergraduate and graduate students to engage in research and explore its applications to consequential problems in marketing and analytics.
An undergraduate research proposal competition will follow a thought leadership workshop on October 8, 2026.
The Centre invites potential employers looking to hire someone with advanced marketing research and analytics skills, to consider our graduates.
Institutional Home
The Marketing Analytics Centre is housed in the Department of Marketing and Consumer Studies within the Gordon S. Lang School of Business and Economics at the University of Guelph
